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By Published on .

Marketer: Fuji Photo Film USA, Elmsford, N.Y.

Effort: "Official Major League Players Choice" promotion.

Agency: Lifestyle Marketing Group and Dentsu USA, both New York.

Twist: Exploiting an opportunity provided by the Major League Baseball Players Association, Fuji inked a deal to become the official "Players Choice" for film and cameras, including hosting on-site events and "Fujifilm Fan Days" in several cities this year. Fuji also developed a promotion allowing fans to get authentic baseballs autographed by top players in exchange for buying Fujifilm products.

Vital statistics: Consumers must accumulate proofs-of-purchase totaling 20 points to get a baseball signed by one of eight players; consumers can indicate a first and second choice while supplies last. All participants are automatically entered in a sweepstakes to win one of five baseballs signed by Chicago Cubs star Sammy Sosa. The promotion, backed by point-of-purchase

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